A VALLEYS meat products company is hoping to quadruple its production thanks to a major deal with one of the big supermarket chains.

A VALLEYS meat products company is hoping to quadruple its production thanks to a major deal with one of the big supermarket chains.

Blaenavon-based Aria Foods has developed an innovative product called "Meat Strips" using a technology based on seaweed.

The company has now agreed a deal with Sainsbury's to sell the product throughout the UK, putting it in to its 300 biggest stores.

Aria Foods was set up by entrepreneur Mike Gooding in 2002, prompted by the need to find new markets for lamb and beef because of the foot-and-mouth crisis.

The production method uses food technology developed in New Zealand to produce a product aimed at busy and health-conscious consumers.

"It is unusual and that is why we went in to it," explained Mr Gooding.

"There was no point trying to break in to a market with the same product everybody else is promoting.

"We take shoulder meat, which is good meat but difficult to retail. We cut the meat off the bone and take all the gristle out of it and mix it with a seaweed extract. It is a natural way of binding the meat together.

"We take it through a particular freezing process and cut it in to strips - they are about the size of a little finger.

"It is very convenient and will cook very quickly - in six minutes," he added. "As well as being quick and easy to cook, they are low in fat and salt and have no added colours or preservatives."

Aria had been providing its Meat Strips to Sainsbury's stores throughout Wales and the West, but under its new deal will supply the chain's larger stores UK-wide.

As well as the retail market Aria has targeted the food services sector.

"There was a real opportunity to do something with school caterers," said Mr Gooding.

"The quick cooking time and no wastage means there are lots of cost-savings in the school kitchen. We have seen sales rise significantly and we have been working with regional distributor Hippo Campo based in Crickhowell." "We are about to start work in other parts of the UK with other distributors," he added. "It has made a huge difference to us as a business."

With the Sainsbury's contact Aria is gearing up for an increase in production.

"Our production will have grown four-fold as part of the Sainsbury's roll-out and each time a new authority comes on board with the schools contract means more growth in production," said Mr Gooding.

"As all of these new orders come in we will hopefully have more employment opportunities. What we are trying to establish Aria Foods as is a company producing good-quality, healthy convenience foods.

"There is stacks of consumer research which says people want speed and convenience."

Mr Gooding said Aria was continually working with the New Zealand developers of the seaweed process on new products, including one for vegetarians.

"We are at work with them on a daily basis on new product development," he said. "The process will work with any protein - meat or vegetable."

The company is also looking to expand its sales in to Europe.

"The consumer demands for healthier foods seem to be fairly constant throughout Europe; it's a question of getting the proposition right for people of different cultures and habits," said Mr Gooding.

"We have had interest from Norway and Sweden through to Spain. We are currently in negotiation with six major European retailers."